When a game-changing beauty brand effectively ages out of disruptor status, what’s lying in wait on the other side? For five-year-old Versed, a digitally native, masstige skincare powerhouse with a solid foothold at Target, there’s plenty of competition nipping at its heels.But Kerry Sullivan, who took the helm as CEO in Q1 2023, is wholly unbothered about any would-be brands attempting to steal Versed’s thunder―for two reasons. One, she knows how consumers actually shop for skincare. And two, Versed’s special sauce―a mix of deep “community” involvement combined with science-backed, clean formulas at ultra-attractive price points―isn’t exactly easy to replicate.“I think of the beauty world as small and also very collaborative, so that prevents much of the ‘targeting’ that you may see in other industries,” Sullivan says, when asked about would-be disruptors attempting to copy Versed’s playbook.In addition, she points out, “It’s rare that a consumer will use and layer the same brand from head to toe. In fact, one of the core consumer traits we embraced was tailoring to the customer who shops high and low, which is something we continue to lean into.”On top of all that, Versed has its 85K+ strong community, a group that has informed product development from the brand’s inception.“What sets Versed apart is our holistic approach to skincare―clean formulations, affordability, and deep community engagement,” says Sullivan. “Some competitors may overlook the importance of genuine community interaction, which is integral to our brand identity and ongoing success.